This study is aimed (1) to know whether factors of innovation,multimedia,design, proce brand and  basic properties,reability and external suggestion influence cell phone purchase, (2) to know what dominant factor among innovation, multimedia, desogn, price, brand and basic properties  reability and external suggestion influence cell phone purchase decision. Stratified proportional random sampling was used to acquire 220 respondent drawn from the public and private university student. The analysis tools used in this study was Multiple Linear Regression. The findings of the research are that factors of innovation,price ,brand and basic properties, reability and external suggestion significantly influence cell phone purchase decision. The F Test result shoe that factors of innovation, multimedia, design,price, brand and basic properties, reability and external suggestion simultaneously influence toward cell phone purchase decision. Price factor is the dominant factor which influences toward cell phone purchase decision.

Keywords : innovation, multimedia,design, price, brand and basic properties, reliability outside influence, cell phone purchase